Commerzbank
Empowering Women Through Finance and Sport
This campaign for Commerzbank was designed to strengthen brand visibility while delivering a bold feminist message through the German women’s national football team. Under the campaign title No Balls But Ponytails, the project highlighted gender equality in sports and finance, aiming to break stereotypes and inspire empowerment. With only four hours on set, the challenge was to produce high-quality content within a tight timeframe, managing multiple scenes with 12 players while ensuring that each statement was both impactful and engaging. A key element was the #ToGetHerStronger hashtag, reinforcing the campaign’s mission of unity and strength among women. Beyond engagement, the campaign prioritized social impact, ensuring that the message resonated far beyond the commercial aspect.
Behind the Scenes
Role:
Creative Producer, responsible for planning, coordination, and execution.
Responsibilities:
Overseeing pre-production, scheduling, and on-site coordination to ensure smooth execution.
Managing team collaboration across creative, production, and client stakeholders.
Balancing entertainment and seriousness in messaging to drive authentic engagement.
Core Concept & Goal:
Amplifying Commerzbank’s brand awareness through a feminist sports campaign.
Promoting women’s strength and resilience in both finance and football.
Executing a high-impact campaign on a limited budget.
Challenges & Solutions:
Time Constraints: Only four hours to film the entire production, requiring meticulous planning and strict time management.
Set Limitations: Multiple locations on a football field, with just 10 minutes per scene, demanding precision and efficiency.
Messaging Balance: Ensuring statements were powerful yet accessible, blending entertainment with serious themes.
Production Details:
Campaign Name: No Balls But Ponytails, featuring the German national soccer team.
Hashtag: #ToGetHerStronger to drive community engagement.
On-Site Setup: 12 players filmed in individual scenes with additional footage.
Formats & Edits: 16 edits in three different formats (30″, 15″, 6″).
Platforms: TikTok, YouTube, Instagram, Facebook.
Social Impact: Focused on driving awareness and challenging gender roles, ensuring the message resonated beyond the campaign.
This campaign successfully merged brand storytelling with social advocacy, demonstrating the power of strategic content creation under pressure. By aligning women’s sports with finance, Commerzbank reinforced its commitment to equality and empowerment, resonating with audiences far beyond the field.
